In this edition of Apollo in the Spotlight, we turn our focus to Fernando Wu, the driving force behind Longwind Logistics Co., Ltd. in Shenzhen, China. From starting his career with a single job application to building a thriving logistics business, Fernando’s journey is one of resilience, adaptability, and a passion for global connections. He shares his thoughts on the evolving logistics industry, the challenges and opportunities in the Chinese market, and even an unexpected adventure from his childhood.
How did you get interested in logistics, and what keeps you motivated in this field?
Actually my first job was a salesman in a freight forwarding company, I didn’t know much about this industry before that, I sent out only one resume and this company hired me so the story begin. The fun part about the job is that you get the chance to interact with many different people and it is also a booming industry in China, so I decided to make it my career.
How have you seen technology transform logistics in the past five years, and what are you most excited about for the future? Technology is indeed changing the logistics industry, with ports and warehouses using more automation equipment to increase efficiency. However, for freight forwarding, the change is not as significant. This may be because freight forwarding needs to integrate a series of services like customs clearance, shipping, and trucking, making it difficult to replace the human mind with machines. You can invent an app that allows clients to see real-time container updates, but those updates still need to be recorded manually by humans.
What do you enjoy most about logistics industry, and what makes your role particularly fulfilling?
We get the chance to work and make friends with interesting people all around the world.
Could you describe a difficult moment in your career that shaped the way you work today?
I think the most difficult moment was the first year after Longwind was founded. Since this wasn’t a family business, no one was there to guide me, so I had to learn everything step by step until I finally got things in order. This experience taught me an important lesson: if you want to become stronger, you must embrace challenges.
What do you value most about being member in Apollo network?
We join networks hoping to find trustworthy business partners, and all the partners we work with in the network are great companies. I think the team has done an excellent job in selecting members.
What do you view the Chinese market in 2025?
It will be both challenging and full of opportunities. Despite the impact of deglobalization and nearshoring trends in recent years, in 2024, China saw a remarkable 7.1% increase in exports and a 2.3% increase in imports. To meet these challenges, China is upgrading its manufacturing industry while its domestic market continues to grow rapidly.
Can you share a specific example of collaboration or connection within the network that lead to a successful project or partnership?
Erik from Comex Logistics, USA, was introduced to me by Geert, and he asked me what I thought about the network. I told him the truth—that it’s a great network. Now, he is a member of APOLLO, and we have been working together for the past year. Things just happened naturally.
How do you spend your free time?
I like soccer and still playing it 1-2 times per week, and I am an amateur landscape photographer, I really enjoy being close to the nature, mountains, rivers and deserts, they will whisper if you listen.
What’s one thing your colleagues would be surprised to learn about you?
They might be surprised if they know that I once ride on top of a running train in Bangladesh with some local kids (see picture) :D.
Thank you, Fernando, for sharing your journey with us!